Cross media convergence and syngery are vital processes in the success of marketing media products to audiences. To what extent do you agree with this statement?
I personally believe that syngery and convergence can have a big impact on how well a film sells due to how it is marketted. However I also believe that a film can do just as well if not better without a huge marketting campaign. The comparison between Star Trek released in 2009 and The Hunger Games demonstrates the use of big marketing compared to small marketing and how syngery and convergence is used.
Star Trek was distributed by paramount pictures which is a large well known production and distribution company. One of the ways which they marketted the film was by gaining a lot of promotional partners. These included Nokia, Kellogs and Burger King. Burger King produced mini toys which were given free in kids meals which shows that they are trying to promote the film to a young audience. Playmates toys also gained the rights to merchandise the Star Trek figurines and playing cards and special game editions of monopoly and scene it? were made by other companies. This use of syngery with companies enabled Star Trek to attract a young target audience as well as traditional Star Trek fans who would be interested in the merchandise. Thus gaining the film publicity and interest within a wide age range of audiences around the world.
Convergence was also beneficial to the marketting of Star Trek. A website was made which could be accessed by many different technologies such as phones, tablets,and computers as well as an app which could also be used on these. The films production contained over 1,000 special effect scenes and CGI which also helped to market the film as it was promoting the film as an "up to date" modernised version of the previous Star Trek's which had not done so well in the cinema. This attracted the older audiences who we fans of Star Trek to go and see the film. Overall Star Trek cost $150 million to make and earned $390,000,000 at the box office. I believe that this was due to the large cost the distribution company put in to marketing the film and due to the use of different methods of syngery and convergence.
Although I believe that syngery and convergence can help a film be successful, I also think that it is sometimes not as needed. The Hunger Games is a perfect example of this. In comparison to Star Trek, it was cheap to make costing $78 million, however it made almost double than Star Trek at the box office with $690,000,000 and did this without hardly any help from companies.
One of the only forms of synergy used for The Hunger Games was the sondtrack. This featured artists such as Taylor Swift and Arcade fire and many of the songs were top hits. This helped to promote and create a buzz about the Hunger Games and helped it to gain a small scale of publicity. Compared to Star Trek, the Hunger Games used little use of synergy yet the film still seemed to gain more publicity and viewings than Star Trek.
Like Star Trek, The Hunger Games also had a website, however it was not as highly publicised as Star Treks which was featured on other websites such as Sky Sports. The production of the film was done mostly in woods and used less special effects and CGI however used more stunt artists and physical rather than technical enhancements. This created a more traditional feel to the film. Seeing as the film had more viewings, it shows that audiences may prefer less modernised films and prefer to go and see a good film rather than one that has the latest technology used in it.
Overall I do agree to some extent that syngery and convergence is highly important and can potentially make or break a film depending on how it is marketted. I think that Star Trek may not have done so well at the Box Office if it had not used methods of synergy and convergence in its marketting campagin. I think that by promoting the film with other companies, Star Trek was able to gain a large amount of publicity which made audiences feel the need to go and see the film. The Hunger Games clearly demonstrates that you do not need a huge marketting campaign to gain publicity. The story itself seems enough to gain popularity and promote the film. The fact that it was a book may of helped this, but Star Trek was a tv series which could of also in itself sold the film, yet a big marketing campaign was still used.
Tuesday, 30 April 2013
Monday, 29 April 2013
Representation of age:E.R
In the first scene, a doctor enters a patients rooms who appears to be a young boy around the age of 13. Rather than playing with a video game or mobile phone, the boy is seen to be completing a sudoku. This use of mise en scene may surprise the audience as they would usually expect a boy of this age to not be interested in doing something intulectual whilst in hospital. This already portrays the boy as being quite intelligent.
Digetic sound in the form of dialouge also demonstrates the boys intelligence. It also creates a contrast of age and authority between the doctor and the patient. In this case, the doctor can be heard questioning the boy asking if there are treatments or trials for the boys medical condition. This may surprise audiences as they would presume that the doctor would know more about the boys condition. However the boy clearly knows more about the illness and answers with "inpariably fatal" which demonstrates his knowlegde.
During this scene, camera, editing and lighting is also used. The use of low lighting emphasis the atmosphere of the scene as it makes the audience feel sorrow and sympathy for the boys situation. Basic conintuity editing is used through out the scene which keeps a continuous flow throughout and enables the scene to continue without confusing the audience. It also makes the scene seem more realistic as if they are within a real situation. The use of a shot reverse shot between the conversation also makes the scene appear to be more realistic and based on the levelling of the camera, we can see that the doctor is the same level as the boy. Before this he is viewed from a low angle shot from the boys perspective however this changes as the doctor leans down beside his bed and comes down to his level. This represents the boy having the same authority or power as the doctor if not more than him as the doctor comes down to the boys level rather than the boy sitting up further to talk to the doctor. This also emphasis his situation as the doctor may feel pity upon the boy.
The next scene is held within a busy waiting room within the hospital. During this scene juxtaposition is used as we go from viewing a formal mature young boy to seeing a boy of a similar age moaning about being bitten by a gerbil. The female doctor questions what happened to the boy. At this point the doctor is leaning over the younger boy looking down upon him to see the cut. Compared to how the male doctor was in the previous scene to this one, there is a large comparison between how the boys act and how the doctors act. Here the female doctor seems to treat the boy as a child and is almost careless about him moaning. Where as the male doctor seems to have more respect for the boy who has a life threatening condition due to him being so mature about his situation. The use of dialouge spoken by the two boys also shows the difference in age and maturity as the boy in the waiting room talks with more of a whiny tone where as the boy in the bed talks maturely.
Following on from the waiting room, a male doctor talks to the female doctor during an operation. During which he sarcastically says "just another drunk who is bleeding from his head ", to which the female doctor replies "I can see that". This demonstrates that even though the two doctors are of similar age and around there 30's, they act more immature than the boy in the bed. Especially when they are placed in a serious situation. As the doctor walks out, the female rolls her eyes in a childish manor. This shows the audience that even though the two characters are adults, they behave more like teenagers at inappropriate times. There is a clear comparison between young and old and who is mature and immature. the boy with the fatal illness acts mature and composed where as the doctors bicker whilst trying to save someones life. This challenges peoples views on age as we would expect the adults to be the mature ones instead of the boy.
Digetic sound in the form of dialouge also demonstrates the boys intelligence. It also creates a contrast of age and authority between the doctor and the patient. In this case, the doctor can be heard questioning the boy asking if there are treatments or trials for the boys medical condition. This may surprise audiences as they would presume that the doctor would know more about the boys condition. However the boy clearly knows more about the illness and answers with "inpariably fatal" which demonstrates his knowlegde.
During this scene, camera, editing and lighting is also used. The use of low lighting emphasis the atmosphere of the scene as it makes the audience feel sorrow and sympathy for the boys situation. Basic conintuity editing is used through out the scene which keeps a continuous flow throughout and enables the scene to continue without confusing the audience. It also makes the scene seem more realistic as if they are within a real situation. The use of a shot reverse shot between the conversation also makes the scene appear to be more realistic and based on the levelling of the camera, we can see that the doctor is the same level as the boy. Before this he is viewed from a low angle shot from the boys perspective however this changes as the doctor leans down beside his bed and comes down to his level. This represents the boy having the same authority or power as the doctor if not more than him as the doctor comes down to the boys level rather than the boy sitting up further to talk to the doctor. This also emphasis his situation as the doctor may feel pity upon the boy.
The next scene is held within a busy waiting room within the hospital. During this scene juxtaposition is used as we go from viewing a formal mature young boy to seeing a boy of a similar age moaning about being bitten by a gerbil. The female doctor questions what happened to the boy. At this point the doctor is leaning over the younger boy looking down upon him to see the cut. Compared to how the male doctor was in the previous scene to this one, there is a large comparison between how the boys act and how the doctors act. Here the female doctor seems to treat the boy as a child and is almost careless about him moaning. Where as the male doctor seems to have more respect for the boy who has a life threatening condition due to him being so mature about his situation. The use of dialouge spoken by the two boys also shows the difference in age and maturity as the boy in the waiting room talks with more of a whiny tone where as the boy in the bed talks maturely.
Following on from the waiting room, a male doctor talks to the female doctor during an operation. During which he sarcastically says "just another drunk who is bleeding from his head ", to which the female doctor replies "I can see that". This demonstrates that even though the two doctors are of similar age and around there 30's, they act more immature than the boy in the bed. Especially when they are placed in a serious situation. As the doctor walks out, the female rolls her eyes in a childish manor. This shows the audience that even though the two characters are adults, they behave more like teenagers at inappropriate times. There is a clear comparison between young and old and who is mature and immature. the boy with the fatal illness acts mature and composed where as the doctors bicker whilst trying to save someones life. This challenges peoples views on age as we would expect the adults to be the mature ones instead of the boy.
Subscribe to:
Posts (Atom)